BMP DDB has won the creative accounts for The Guardian news paper and Guardian Unlimited websites, together worth more than &£3m.
The move means a return for The Guardian newspaper to the partnership that created the famous ‘Skinhead’ ad.
The appointment by Guardian Newspapers follows a five-way pitch by BMP DDB against Fallon, HHCL & Partners, Publicis and M&C Saatchi. Incumbent Partners BDDH declined to repitch.
The review was called by Marc Sands, who was appointed marketing director for Guardian News papers in May last year (MW May 25, 2000).
At the time, he said the newspaper’s “clear vision” had not been “translated particularly strongly into marketing for some time”.
Sands also praised the awardwinning ‘Skinhead’ ad, created by BMP DDB when the agency first worked for the newspaper from 1984 to 1989.
Sands says: “We had some inspirational pitches over the past few weeks, but BMP DDB’s work really stood out. Its intuitive understanding of our brands, and the demands placed upon them, was impressive.”
The ‘Free thinkers welcome’ strapline, created by Partners BDDH, will be scrapped and a greater focus placed on the news paper product itself.
Media will continue to be handled by New PHD, while Ogilvy & Mather remains as incumbent on the &£2m Observer account.
The Guardian has an average net circulation of 395,880 for the six months to November – up 0.99 per cent year on year.